Threads now has its own access settings. Give your agency Content, not Everything

Meta's Business Help Center has a new row in its table of business assets. It is called Threads profile, and it sits right under Instagram profile.

I read the page on 1 October 2026. The row opens like this: "Starting in September 2026, Threads profiles feature dedicated, task-based access that you can manage directly within your business portfolio."

Until now, whoever had your Instagram had your Threads.

The two moved together. They do not have to any more.

Social Media Today reported the change on 22 September, alongside a second one: a business no longer needs an Instagram account to run ads on Threads.

Here is what it means for the agency that runs your channels.

1. Find out what your agency has right now

This is the complication, and it is easy to miss.

The help page says existing Threads profiles in your portfolio "will initially retain access settings inherited from their previously associated Instagram account."

So nothing visibly changed on the day. If your agency had full control of Instagram, it now has full control of Threads as well, as its own separate grant.

That was fine when they were one switch. Now it is a second permission you never chose to give.

The page also says independent Threads access is rolling out gradually and may not be available to you yet. If you cannot find a Threads profile among your business portfolio's assets, that is why.

2. Read the three access levels

Meta's table splits Threads access into partial and full.

Partial comes in two kinds.

Content covers creating, managing and deleting posts as the Threads profile, reviewing and responding to comments and replies, and removing unwanted content.

Ads covers creating, managing and deleting ads for the profile, and replying to, removing or hiding comments on those ads.

Full access is called Everything.

Two rows on the table are ticked only under Everything. One is giving access to others and removing it. The other is managing everything, including the payment method used to run ads.

That is the line that matters.

Whoever holds Everything can add people to your Threads and can reach the card your ads are billed to.

3. Give the agency Content

An agency that posts for you, replies to comments and keeps the account clean needs Content.

Nothing in that job requires adding people or touching billing.

VALORAE Media's Manage tier covers posting and scheduling, and Full Page adds comments across every platform, per the Media FAQ. Neither needs Everything on any account.

If an agency asks you for Everything, ask which task on Meta's list it cannot do with Content. There is usually a quick answer, and it is usually about convenience.

The same logic runs through our older post on why you should never give your agency your password: assign the tasks, and keep full control yourself. Threads now gets the same treatment as your Facebook Page and your Instagram.

4. Add Ads only if they run your ads

The second partial level, Ads, is for whoever runs paid campaigns on Threads.

If your agency does not run your ads, do not grant it.

If it does, grant Ads and keep the payment method on your side. The help page places managing the payment method under Everything, not under Ads. So you can let someone build and run campaigns without letting them change what those campaigns are charged to.

This matters a little more now that Threads ads no longer need a matching Instagram account, per Social Media Today. A business with no Instagram at all can still advertise on Threads.

That is one more account someone has to look after properly.

5. Run the check

Open your business portfolio settings. Go through the people and partners who have access.

For each one, look for a Threads profile among their assigned assets.

If the Threads profile is assigned with Everything, and that person or partner is not you or a co-owner, change it to Content. Add Ads only where Step 4 says so.

If you cannot see Threads as a separate asset yet, the rollout has not reached you. Put a reminder in your calendar for next month. The inherited settings will still be there when it does arrive.

Write down what you changed and when. If you ever switch agencies, that note becomes the first page of your handover.

6. Know what this does not fix

Access settings control who can act as your profile.

They do not decide who owns it.

If your Threads profile sits inside an agency's business portfolio, that portfolio holds the asset and decides who gets access, including you. Changing tasks does nothing about that. It is a different problem, and VALORAE Media covers it in who owns your social accounts.

The VALORAE group also keeps Meta's help page on its platform rules register, with the date it was read, so a later change to this table gets dated rather than missed.

And none of this is a reason to start posting on Threads. Whether Threads earns a place in your plan is a separate decision about where your customers are.

7. If your Threads profile is not in a portfolio yet

Everything above assumes the Threads profile is an asset in a business portfolio you own.

Plenty of small businesses never set one up. They have an Instagram account, a Threads profile hanging off it, and a login that two or three people share.

In that setup Meta's access table does not help you, because there is nothing to assign tasks on. Whoever has the login can do everything, including the things the table keeps under Everything.

So the first job is structural. Create a business portfolio, add the Instagram account and, once the rollout reaches you, the Threads profile as assets you own. Then add your agency as a partner and assign tasks.

It takes one sitting. It is also the step that makes every other step in this post possible.

The short version

• Threads has its own task-based access in your business portfolio from September 2026, per Meta's help page.
• Existing profiles inherited their Instagram settings, so check what your agency already has.
• Content covers posting, replies and moderation. Give your agency that.
• Ads covers paid campaigns. Grant it only to whoever runs them.
• Everything adds people and reaches the payment method. Keep it yourself.
• Access is not ownership. Make sure the profile sits in your own portfolio.

VALORAE Media runs social channels for creators and brands at valoraemedia.com.